Canada's first poutine chain Ashton gets a brand refresh after 50+ years
By
David Airey
Summary
Ashton, Canada's first poutine restaurant chain founded in 1969, underwent a brand revitalization after new owners Émily Adam and Jean-Christophe Lirette took over in 2022. Facing stagnant sales, outdated restaurants, an aging clientele, and recruitment challenges, the chain partnered with design agency LG2 to modernize its logo and visual identity while preserving its heritage. The article explores how the brand is being refreshed to attract younger customers and expand beyond its 23 Quebec locations.
Source
Identity DesignedCanada's first poutine chain Ashton gets a brand refresh after 50+ yearsidentitydesigned.comKey quotes
· 3 pulledAshton was the first restaurant chain in Canada to specialize in poutine – it's been serving the iconic dish since 1969.
In 2022, Émily Adam and Jean-Christophe Lirette took over the reins from Ashton Leblond, with a vision of expanding the 23 locations of this beloved Quebec brand.
The new owners faced some major challenges: stagnant sales figures, outdated restaurants, an aging clientele and the need to recruit younger workers.
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